© CELLO HEALTH CONSULTING

CELLO HEALTH CONSULTING

CASE STUDIES

2016 v 1.0

© CELLO HEALTH CONSULTING © CELLO HEALTH CONSULTING

SCENARIO AND COMPETITOR

STRATEGY

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FutureScope: Atherosclerosis

Assessment of the current competitive market/clinical trials &

review current treatment regimen/current treatment issues

Identify key unmet needs & differentiating factors – validation

interviews included. Identify opportunities in Atherosclerosis /

establish key drivers for the future

Define market unmet needs, establish knowledge gaps & build

evidence. Update/define futures & optimum options & qualify

hypothesis from interviews

Build consensus with wider team & external participants

Interviews & refinement

Objective: How do I develop the optimum TPP and associated clinical programme in a dynamic atherosclerosis

market – 10 years out from launch

• Map the current and future atherosclerosis market and identify the drivers of change

• Model future scenarios, unmet needs treatment pathways.,

• Identify and agree clinical trial design, end-points, outcomes data, diagnostic criteria, treatment guidelines

• Co-creation with European clinical experts, supported by targeted market research with cardiologists in 6 countries

• Refined TPP development

The Client: One of the world's top 20 pharmaceutical companies – needed to build & expand their understanding of: • What would the atherosclerosis market look like in 10 years, what are the events that will shape the future

• In that future what product attributes would their two Atherosclerosis early assets need to exhibit to be successful in this changing environment

• What are the future market trends & scenarios, unmet needs & differentiating factors for competitive & development differentiation

Prioritised target

commercial profiles

Opportunity map &

associated SWOT

Clear strategy for the

optimum segments /

disease states

Recommendations from workshop learnings:

• Competitor strategy insight

• Drivers for success

• Differentiation options

• Clinical strategy

• Segments to play & win

• Clarity on Optimum Future

Scenarios

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The Client: A global pharmaceutical, biologics, vaccines & consumer healthcare

company • Facing an increasingly competitive market with differing competitor motivations, the

introduction of a new mode of action & continued pressure to show value due to biosimilar

threat

Objective: Identify the right competitive strategies (& implementation plan) to

ensure successful uptake

• Develop global confidence, with

a focus on the USA, that these

strategies play out in the face of

changing & increasing

competition

Competitoroom™: Graphic Recording A powerful, highly visual

engagement tool that provides

proactive messaging & activity

to account for functional,

emotional & scientific drivers

in stakeholders

Tangible action plans

functionally & globally that can

be implemented immediately

The Graphic Recorder listens and

translates the workshop in to

images accompanied by text.

Using themes and metaphors

Seeing the process of visuals

then promotes thinking and

builds on conversation. Allowing

the team to see the bigger picture

Hard and electronic copies are

then rolled out across the team

and affiliates showing their

strategic thinking

© CELLO HEALTH CONSULTING

The Client: A global pharmaceutical, biologics, vaccines & consumer healthcare company

• Facing an increasingly competitive market with differing competitor motivations, the introduction of a new mode of action &

continued pressure to show value due to biosimilar threat

Objective: Identify the right competitive strategies (&

implementation plan) to ensure successful uptake

Why CELLO HEALTH CONSULTING?

• 75% of our work is Strategic Marketing Consultancy

• We have designed, tailored & delivered Competitorooms for

over 15 years with a wide range of clients & therapy areas

• Recent Global, Regional, European, USA & other Affiliate

Competitorooms include (not an exhaustive list): Anaemia,

Antifungals, Breast Cancer, COPD, Diabetes, Rheumatoid

Arthritis, Pulmonary Arterial Hypertension, Renal Cancer,

Hypertension, Psoriasis, Multiple Myeloma, HIV, Chronic

Kidney Disease, Ulcerative Colitis & Schizophrenia

• Develop global confidence, with a focus on the USA, that

these strategies play out in the face of changing &

increasing competition

Competitoroom™: Graphic Recording

A powerful, highly visual engagement tool that provides proactive

messaging & activity to account for functional, emotional & scientific

drivers in stakeholders

Tangible action plans functionally & globally that can be implemented

immediately

The Graphic Recorder listens and translates the workshop in to

images accompanied by text. Using themes and metaphors

Seeing the process of visuals then promotes thinking and builds

on conversation. Allowing the team to see the bigger picture

Hard and electronic copies are then rolled out across the team and

affiliates showing their strategic thinking

Europe – Antipsychotics Launch – COMPETITOROOM™

The Client Challenge

The client faced a complex competitive environment in a new

market. Leading atypicals were losing exclusivity, creating a

genericised environment.

Competitors were highly CNS-focused and launches of new

agents were targeting unmet needs

Objectives

• Develop a compelling positioning for the brand

• Rapidly develop the client’s market presence

• Create internal confidence and belief in the brand

• Establish competitor strategy

• Understand customer needs/therapeutic strategy

• Develop counter strategies and actions to mitigate risk and

capitalise on opportunities

Why were we chosen for this project?

CELLO HEALTH CONSULTING has a heritage and

understanding of the strategic nature of the challenge whilst

being experts in COMPETITOROOM™ activities.

We were able to tailor both the design and the feel of the

workshop, its preparation and outputs to the client’s unique

situation, as well as challenge their thinking based on

experience, expertise and fresh perspective

Outputs

Tangible, actionable strategies and counterstrategies for each competitor opportunity/threat

“As expected, it was an engaging and dynamic workshop. Both global, regional and

countries across all functions were fully engaged and had a fun but very productive

two days. CELLO HEALTH CONSULTING were professional and thorough in their

preparation work…”

Low cost, rapidly implementable activity plans at a regional & country level to engage with the KOL base ahead of launch & key initiative roll out

Executive summary with recommendations drawing from and adding to those made in the workshop

Competitoroom: Antipsychotics Launch

Low cost, rapidly implementable activity plans at a regional &

country level to engage with the KOL base ahead of launch & key

initiative roll out

Tangible, actionable strategies & counterstrategies for each

competitor opportunity/threat

Executive summary with recommendations drawing from and

adding to those made in the workshop

Objective: Support in preparing, conducting & codifying two workshops to:

• Develop a compelling positioning for the brand

• Rapidly develop the client’s market presence

• Create internal confidence & belief in the brand

The Client: A top 15 pharmaceutical company

• Faced a complex competitive environment in a new market.

• Leading atypicals were losing exclusivity, creating a genericised environment

• Competitors were highly CNS-focused and launches of new agents were targeting unmet needs

• Establish competitor strategy

• Understand customer needs/therapeutic strategy

• Develop counter strategies & actions to mitigate risk & capitalise on opportunities